Driving Viewership in the Era of CTV: Why Paragon is the Secret Sauce for Many Media and Entertainment Companies
As CTV explodes in popularity, media and entertainment companies face a new challenge: driving viewership for their vast content libraries. As it happens, Paragon Digital Services has years of experience doing just that. As a one-stop shop for video uploading and optimization, our teams offer a range of services specifically designed for the media and entertainment industry. From rapid video uploads to in-depth channel management, Paragon helps individual creators and their agencies get the most out of their content.
To learn more about how Paragon helps brands and creators streamline their video workflows and maximize audience reach, I sat down with Anbu Michael and Vijay Prasath.
Sarah: First, let’s start out by introducing the two of you to our readers, beginning with you, Anbu. Tell us about what you do for our clients.
AM: I focus on design and development, creating banners, motion graphics, micro animations, and editing videos. My team produces content for platforms like LinkedIn, Facebook, Snapchat, and Instagram, including motion graphics for presentations, explainer videos, reels, and short videos to drive brand awareness.
Sarah: What types of companies do you do that for?
AM: We work with brands and agencies, helping with video uploads to social media to drive engagement.
Sarah: Great, thank you. What about you, Vijay? What’s your role at Paragon?
VP: I manage optimization and channel management, handling video uploads, organization, and performance reporting for clients.
Sarah: Let’s break that down a bit. What all is involved in uploading a video to, say, YouTube?
VP: We receive raw files, upload them according to client instructions, and append metadata like titles, descriptions, thumbnails, endscreens, and tags, getting client approval for all selections.
Sarah: Tell me more about appending thumbnails.
VP: We capture and append thumbnails from the video, sometimes at specific time slots, to provide viewers with accurate previews of different parts of the content.
Sarah: What’s the benefit of that approach?
VP: Better engagement and user experience. Relevant thumbnails entice viewers to click and watch the entire video.
Sarah: You mentioned appending endscreens. What’s that about?
VP: Endscreens appear at the end of YouTube videos to promote other content. We append these to encourage users to engage with more brand content.
Sarah: Lastly, you mentioned appending tags. What does that entail?
VP: Tags help categorize videos and make them discoverable. We add relevant keywords as tags to increase views and attract new users.
Sarah: Once Paragon uploads these videos for clients, what happens next?
AM: We provide channel management and ongoing optimization to ensure videos attract viewers, including regular reviews to ensure content is appropriate and categorized correctly.
Sarah: How long does it take to do all of that appending, and do you do that for every video a client sends?
VP: Yes, it can take 30 to 40 minutes per video. For live events, we quickly title and append thumbnails, then add tags and other elements later.
Sarah: You mentioned reporting. What kind of reporting or analytics do you provide to clients?
VP: We customize reports based on YouTube analytics, providing data in the client’s preferred format.
Sarah: Why do clients come to Paragon?
AM: Our YouTube expertise and ability to quickly upload and optimize videos drive viewership and engagement. We can handle unexpected changes, like more videos during a soccer match.
VT: We offer cost savings with highly trained teams, optimizing videos efficiently. Clients can rely on us for scaled services and focus their resources elsewhere.
Sarah: How many videos can a client team handle in a day?
VT: We can handle hundreds of videos daily, optimizing 70 to 80 videos efficiently due to our techniques and domain knowledge.
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